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1970 YEARBOOK ISSUE 
WITH REPORTS FOR 1969 




MASSACHUSETTS HORTICULTURAL SOCIETY 

HORTICULTURAL HALL 

300 MASS. AVE.. BOSTON 02115 

Telephone 536-9280 



PRESIDENT'S REPORT 

Very bluntly, 1969 was a year of financial crisis for the 
Massachusetts Horticultural Society. As reported in the 1968 
Yearbook Issue of Nasturtium the audit of our financial state- 
ments for 1968 disclosed that our magazine HORTICULTURE 
had sustained a loss in excess of $360,000 as opposed to a 
small profit originally reported at the last Annual Meeting. 
Exhaustive research resulted in the conclusion that the er- 
roneous figures were basically due to the incompetence of our 
former Comptroller, plus the delay in receiving audited figures 
from our auditors. This substantial loss, following losses in- 
curred in 1967 and 1966, placed the finances of the Society 
in a precarious position. In order to meet our financial obliga- 
tions the unrestricted endowment funds were substantially 
depleted and, for a brief period, it appeared your Society 
might become bankrupt unless drastic action was taken. How- 
ever, steps were soon made which effectively stopped the drain 
on the Society's funds from HORTICULTURE and as a 
matter of fact resulted in an inflow of cash to the Society. 
In addition an appeal was made to the members at the close 
of 1969 for funds to operate the Society, exclusive of HORTI- 
CULTURE. The results of this appeal proved the loyalty of 
our membership and I am pleased to report that $28,000 was 
received in 1969 plus an additional $8,500 in 1970. Members 
will be asked, later in this meeting, to approve an increase 
in annual dues; your Board of Trustees feels it is the only 
alternative to insure the continued existence of the Society. 

The events of 1968 thus had a real bearing on our expe- 
rience in 1969. The Treasurer's report will show that the 
Society on the whole suffered a financial loss of $313,000 for 
the year 1969. However most of this loss, particularly from 
HORTICULTURE, was incurred during the first part of the 
year prior to the discovery of the errors in our financial 
accounts. It is a relief to report that since November 1969 it 
has not been necessary to call on our endowment funds to 
meet our financial obligations. 

I do not want to convey the impression that our financial 
problems are completely solved. While the HORTICULTURE 
situation is coming under control, other activities are pro- 
ducing a financial deficit. Hopefully, an increase in dues and 
an active campaign to increase our membership will improve 
the income side of the equation. 

We must face up to the fact that our continued occupancy 
of Horticultural Hall results in substantial overhead expense. 
During the coming year our first priority will be directed to 
this problem. I am sure our members will agree that the 
future of the Massachusetts Horticultural Society as an active, 
healthy, constructive organization is more important than 
dedication to bricks and mortar. 

The library continues to be one of our most important 
assets. Maintaining it is a great responsibility, for in effect 
we are maintaining a national treasure. The Library Com- 
mitee under the chairmanship of Mrs. Wakefield has spent a 
great deal of effort during the past year in analyzing the opera- 
tions of the library and determining plans for its future. 



In the President's report for 1968 I mentioned that a 
professional fund raising firm. The Lavin Company of Boston, 
was employed to make an analysis of the fund raising poten- 
tial of the Society. The comments and conclusions from this 
report have been of real value to the Society. Several well 
founded criticisms were made, particularly as regards the 
image of the Massachusetts Horticultural Society in the minds 
of the general public. The report concludes that our Society 
carries an image of a "Proper Bostonian" organization, richly 
endowed and supported by a small group of old families. 
While this may have been true in the past it is far less true 
today, and for the future strength and well being of the 
Society this image must be dispelled. In addition the report 
pointed out that, while many thousands of persons come to 
our Spring Show and other exhibitions, many of them do 
not appreciate or understand the other activities of the 
Society. Thus it appears we have a real public relations 
problem. 

The Lavin Company report also showed that there exists 
a solid base of support for the Society from the respondents 
interviewed. It was their conclusion that with proper leader- 
ship the Society had the capacity to embark on new pro- 
grams and activities and acquire the necessary facilities to 
make them successful. During the coming year considerable 
attention will be given to implementing the recommendations 
of this report. In 1968 a special Committee of the Trustees 
chaired by Dr. Naegele was formed to analyze programs, activ- 
ities and functions. During 1969 steps were taken to imple- 
ment some of its recommendations, and it will continue to 
function in 1970. 

Before concluding this report I want to express thanks for 
the Trustees and myself to the members of our Society for 
their interest and cooperation. In addition, on behalf of the 
Trustees and members, I want to express my most sincere 
thanks to the members of our staff. During the past year as 
many of you know our Executive Director, Carlton Lees, 
suffered a very serious automobile accident on a trip abroad. 
He has had a lengthy and painful convalescence. Nevertheless, 
during practically all of this time he has continued to serve 
the Society in every possible way, and his devotion deserves 
our warmest appreciation. 

Our appreciation is due too to Mr. Clark and Mr. Elwell 
who retire this year from the Board of Trustees, having served 
the Society well, and to Mr. Moseley, who has been obliged 
by increased pressures of business to retire from his position 
as Treasurer. F inally, the report for 1969 would not be 
complete without mention to the loss of two of our valued 
Trustees, Mr. Allen W. Hixon and Mrs. Edwin S. Webster. 
Each contributed greatly to our Society. 

With the current emphasis on improvement of man's en- 
vironment our Society has not only an opportunity but an 
obligation to be of real service. With the cooperation of our 
staff, members and friends, I am sure we can meet the chal- 
lenge. 

Oliver F. Ames, President 



HORTICULTURE REPORT 

As you know our magazine, HORTICULTURE, incurred a 
loss of $360,542.23 in 1968. The loss for 1969 was $231,832, 
less by $128,710 than the year before. We presently predict a 
loss for 1970 of approximately $1 10,000; although this is not 
the best of news it must be noted that it represents a reduc- 
tion in the loss, in two years, by a quarter of a million dollars. 

After discovery of HORTICULTURE'S shocking financial 
situation one of the steps taken by your Board of Trustees 
was the appointment of Philip E. Nutting & Company as pub- 
lisher of the magazine. The company has effected a number 
of drastic changes and feels that they will be able to remedy 
the situation. I have here a report from Mr. Nutting, which I 
would like to read to you: 

"HORTICULTURE Magazine can be on a sound financial 
basis by the Spring of 1971. By this I mean at least breaking 
even and, hopefully, producing a profit. This prediction is of 
course based on the continuance of a sound national economy 
and the publisher's complete control of the contributing 
factors involved. 

"I need not stress the financial situation which we inherited 
last November other than to say that drastic, complete and im- 
mediate change was necessary — and done. 

"1. The vitally important fulfillment operation has been re- 
located from American Mail to Fulfillment Corporation of 
America. By using our good contacts there and working direct- 
ly with their president, Mr. Gentzler, we were able to negotiate 
a contract that will save HORTICULTURE approximately 
$100,000 a year based on activity similar to 1969. This new 
program went into operation April 1, 1970. 

"2. A price increase for both subscription and single copy 
sales has been put into effect. At the current circulation level 
this means a minimum of $100,000 extra yearly income. 

"3. To ease the present cash flow situation, and taking 
advantage of the price change, we launched an advance renewal 
promotion. The result to date has been a cash income of well 
over $150,000 after expenses. It is interesting to note that the 
cost per year per order for similar orders from American Mail 
promotions was 700 percent higher than this one, but that the 
balance per order from our promotion was 90.2 percent higher 
than theirs. 

"The changes now in effect in renewal mailing procedures 
should reduce the cost of these mailings by $75 per thousand. 
When you consider that last year 165,000 pieces were mailed 
this savings could amount to more than $15,000 per year. 

"4. We designed and implemented bind-in subscription 
cards, a device other publishers have found very productive; 
total subscriptions from February, March and one week in 
April: 596. If this level of income (approximately $1,000 per 
issue) is maintained, an additional $12,000 per year will be 
realized. The other half of this bind-in card can be sold to 
advertisers at approximately $500 per issue - another $6,000 
per year. 

"5. Tighter print orders, now possible through Fulfillment 
Corporation of America system, can save as much as $40,000 
per year (every 10,000 copies cost $2,500). 

"6. I ncome from list rentals in past years was minimized 
because of the policy of forcing the list brokers to split their 
commissions. Most of the top brokers, therefore, would not 
do business. We are now allowing full commission and no ex- 
clusives. This should more than double the list rental income 
for approximately $64,000. 

"7. Coincidental with our move to Fulfillment Corporation 
of America, we designed new bill and renewal forms to take 
advantage of the savings in time and dollars their system pro- 
vides. The computer renewal forms alone which take the place 
of the former very expensive computer letters will be one- third 
of the former cost, and from extensive field tests by other pub- 
lishers will produce as well. 



"8. We have been able to secure the cooperation of sources 
of new business (subscriptions) heretofore not available to 
HORTICULTURE, namely: Publishers Clearing House; 
Quality School Plan; Perfect School Plan (Curtis). This has en- 
abled us to take emergency measures to meet our ABC circu- 
lation averages and avoid the risk of advertising rebates or 
censure. We should realize about 20,000 new subscriptions 
through these sources in 1971. 

"9. Our big new business promotion this fall will be based 
on results of a series of tests, now in the field, aimed at various 
groups and with differing appeals. They have been exhaustively 
planned and researched, for this is the area where substantial 
losses were sustained in the past. 

"10. Complete new renewal and billing programs have been 
created. 

"11. Another area for substantial saving is in printing and 
production. Competitive bids are being solicited with a 
decision date in mind of June 1. 

"12. Arthur King, Advertising Manager, has just finished 
and submitted a complete anaylsis of his department. We 
agree that there is considerable untapped potential and that 
our new sales and promotion programs should be ready to go 
into effect by September 1, the time of decision for 1971 
schedules. In the meantime, individual presentations are being 
created and presented for immediate business. The 1969 
advertising income was $151,092, which we hope to increase 
in 1970. 

"We have realistically detailed the areas where savings of 
over $300,000 can be effected in 1970 over last year's opera- 
tion, while improving our income picture and building a sound 
publishing procedure. We have produced a substantial reserve 
to implement these programs and, therefore, feel that our 
aforementioned goal of April 1971 is do-able." 

As you have heard, Mr. Nutting feels that HORTICULTURE 
will be at least at a break-even point by April of 1971. I hope 
and trust that he is right. 

John O. Stubbs, Chairman 
Committee on Lectures & Publications 



MEMBERSHIP REPORT 

The membership list was completely converted to a June 1 
expiration date in June of 1969. The present classifications 
are three: life members and patrons with no renewal date, 
Christmas gift members with a December renewal and the re- 
mainder in June. The processing of renewals during the 
summer worked out well. 

A promotion for new members, mailed in May of 1969, re- 
sulted in 526 new memberships. Two new Patrons were added 
to the membership: William A. Coolidge, formerly a regular 
member, and the Reverend Henry P. King, Jr., a new member. 
The heartening results of our appeal to the membership for 
financial contributions have been reported by the President. 

Dues income for the year totaled $68,021.02. Gifts 
amounting to $4,182.47 were received, in addition to those in 
response to the appeal, for a net membership income after 
expenses of $49,024. 14. 

Although we acquired 823 new members in 1969 we lost 
766. Total membership in 1969 was 6,309, compared to 6,252 
in 1968. It is evident that we must concentrate our efforts to 
increase membership in our Society. 

Russell B. Clark, Chairman 
Committee on Membership 



Massachusetts Horticultural Society 





BALANCE SHEET - 


- December 31, 1969 




ASSETS 




LIABILITIES AND FUNDS 




Current Assets 




Current Liabilities 




Cash 


$ 13,651 


Notes payable 


$ 27,896 


Accounts receivable — 

"Horticulture" $ 25,395 
Less allowance for 

doubtful receivables 2,350 


23,045 


Accounts payable — trade 
Employees' payroll deductions 
Accrued payroll 


196,838 
1,431 
1,547 


Miscellaneous receivables 


6,088 


Accrued payroll taxes 


228 


Inventories — at cost 


10,432 


Accrued commissions 


3,235 


Prepaid expenses 

Total Current Assets 


14,123 
67,339 


Deposits on rentals 

Total Current Liabilities 


130 


231,305 


Deferred Charges - 1970 Spring Show - Net 4,515 
Investments — at cost 


General Fund Deficit 


(2,708,857) 


(Quoted market value $666,226) 


502,408 


Temporary Funds 


33,003 


Plant — at cost 

Real Estate 498,565 




Permanent Funds 


987,383 


Improvements and 

additions 61,051 




Realized Gains on Securities Sold 


2,031,428 


Library 46,580 


606,196 


Funds Invested in Plant 


606,196 




$1,180,458 




$1,180,458 





COMPARATIVE STATEMENT OF OPERATIONS 








Years ended December 31, 1969 and 1968 






Income 




1969 






1968 












Investment Income 


$54,449 






$70,752 




Less amount allocated to 












restricted funds 


8,651 




$ 45,798 


8,856 


$ 61,896 


Membership fees 


68,021 






61,313 




Less amount allocated to 












"Horticulture" for members' 












subscriptions 


17,429 




50,592 


18,794 


42,519 


Fund raising appeal 






28,403 




— 


Gifts and bequests 






4,182 




— 


Rentals 






32,547 




20,769 


Other Income 






4,003 
$165,525 




2,242 
$127,426 


Expenses and Loss from 












Functional Operations 












Office and general 






$113,168 




$118,422 


Building 






77,984 




75,230 


Membership department 






34.153 




24,735 


Miscellaneous exhibition expense 






4,463 




4.598 


Lectures, prizes, medals & certificates 












(except Spring Show & Fall Show 












prizes and awards) 


3,428 






3,978 




Less restricted funds applied 


400 




3,028 


1,616 


2,362 


Library 


32,710 






34,092 




Less restricted funds applied 


2,539 




30,171 


1,542 


32,550 


"Horticulture" loss 






231,832 




360,542 


Spring Show (income) 






( 21,285) 




( 8,428) 


Fall Show loss 






5.141 




4.645 
$614,656 


$478,655 


NET LOSS 






$313,130 




$487,230 







TREASURER'S REPORT 

The foregoing figures were audited by Alexander Grant 
& Company. 

Frederick S. Moseley, III, Treasurer 
LIBRARY REPORT 

The outstanding event of the library year was the first Con- 
ference of Horticultural and Botanical Libraries which took 
place in Horticultural Hall. Representatives of 27 libraries 
came from all parts of the United States to take part in this 
conference on November 13. Speakers included John Reed, 
Curator of the Library of the New York Botanical Garden, 
Dr. George H.M. Lawrence, Director of the Hunt Botanical 
Library, Carnegie-Mellon University, Dr. Gordon P. DeWolf, 
Jr., Horticultural Taxonomist at the Arnold Arboretum and 
Gordon W. Dillon, Executive Secretary of the American 
Orchid Society. The program was so well received that an 
April date was chosen for a second conference in Pittsburgh. 
We are grateful to the Arnold Arboretum for publishing ab- 
stracts of the main papers in Arnoldia, making them a matter 
of record. 

During the year 45 donors, including Jan de Graaff and 
Mrs. Lewis Perry, added to the library. Mr. de Graaff s gift 
consists of more than 100 books, including Mrs. Bury's 
Hexandrian Plants, 1831 and Elwes' Monograph on the Genus 
Lilium, 1880/1960. Notable in his gift of 128 bulletin titles 
and articles is the run of Curtis' s Botanical Magazine from 
1787 to 1855. 1 15 nurseries are represented in the catalog 
collection covering the period 1881-1960. A file of the Abbe 
Souillet's correspondence and other manuscript material in- 
cludes letters from many world- renowned people. The Perry 
gift is from the library of John Amory Lowell, on the M.H.S. 
roster of membership in 1829. This collection includes fine 
plate books by Boott, Hooker, Jacquemont and Jacquin 
among the sixty titles. It covers the period 1740-1899, and 
shows Mr. Lowell's interest in plant exploration and the flora 
and botany of the world. 

Seven hundred and seventy-four packages of books were 
mailed to members in 33 states in 1969. The total circulation 
was over 5,500. 

The Library Committee held eight regular meetings during 
the year and spent much outside time in consultation. We 
wish to call the attention of the membership to the condition 
of much of the collection. In recent years Library Committees 
have felt it incumbent on them to maintain, through acquisi- 
tion, a complete and comprehensive horticultural library. 
Lack of funds has prevented this, and the library loses thereby 
both in value and in reputation. Moreover, the library does 
not receive sufficient funds to maintain the collections in 
proper physical condition. A comprehensive program should 
be initiated immediately to repair and maintain the collections 
— books, prints, periodicals, catalogs, correspondence, etc. 

When you look at the financial report and note the figures 
for the library, please remember that several services uncon- 
nected with the care and maintenance of books are carried on 
under this heading. One is the Garden Information Center, an 
important service to the public as well as to members of the 
Society. If it is to continue on the present scale its expense 
must be recognized and financed in proportion. 

A fund has been set up whose income is to be used annual- 
ly toward repair and maintenance of the rare book collection 
(ten percent of the income to be added to principal each year). 
While it is small, it forms a nucleus to which additional dona- 
tions may be made for this important purpose. 

In closing I want to express my appreciation, not only to 
Mrs. Crossman and her dedicated staff, but to the expert 
members of the Library Committee who have given to the 
library and to the members of the Society the benefit of their 



knowledge and experience: Dr. Gordon P. DeWolf, Jr., 
Gordon W. Dillon, Dr. Robert L. Goodale and Robert S. Pirie. 

Mary B. (Mrs. G. Kennard) Wakefield 
Chairman, Committee on Libraries 



EXHIBITIONS COMMITTEE REPORT 

I am happy to report that the 1969 Spring Show was not 
only a social but also a financial success, having an income 
over expenses of $21,285.19, and was attended by 87,037 
people. I need not add that it was a horticultural success, 
because it always is! 

The 1969 Fall Show held on Boston Common, although 
horticulturally excellent and effective as a demonstration of 
what plants and gardens are all about, did not fulfill our ex- 
pectations financially; we sustained a loss of $5,141. Unless 
we can find a new method, or a sponsor to support it substan- 
tially, we cannot continue the Fall Show in its present form. 
We do feel that it — or some similar event appropriate to the 
fall season — should take place, perhaps in Horticultural Hall. 

I would like also to make a preliminary report that the 
1970 New England Spring Garden & Flower Show was a suc- 
cess. Although there was an increase in the price of admission 
the total gate receipts were down less than one percent, and 
total income changed very little. The net income is estimated 
at $20,172.37 — which is quite an accomplishment. 

In closing I would like to express my appreciation to the 
other members of the Committee: Raymond DeVincent, 
Vincent Merrill, George Putnam and, especially, Mrs. Charles 
F. Batchelder. 

Joseph W. Lund, Chairman 
Committee on Exhibitions 



EXECUTIVE DIRECTOR'S REPORT 

Over 140 years ago, when a group of Boston ians were 
writing the By-Laws for the newly founded Massachusetts Hor- 
ticultural Society, they defined the object of the organization 
as". . . the advancement of horticulture and kindred interests." 

Horticulture is an applied science; the organization of 
landscape into gardens is art. Our objective, therefore, is not 
only to introduce people to the techniques of growing plants 
but also to help them become more aware of gardens, parks 
and other green spaces which contribute to total environ- 
ment. 

Our overall program for meeting our purpose is a varied one, 
and is not always easy to define. Our strength is in the infor- 
mation we provide to members, to subscribers, to the local 
community and to professional and amateur gardeners, 
growers and plantsmen throughout the country. This is done 
in several ways: 

Our publication, HORTICULTURE, goes to about 1 10,000 
people every month; that adds up to more than 1,300,000 
copies a year which carry significant information. Surveys 
have revealed that each copy of HORTICULTURE is read by 
some 3.4 people. We have subscribers in every one of the fifty 
states, more than 2,000 in Canada and between six and seven 
hundred in 79 other foreign countries. It is apparent that 
the publication is our most effective tool for carrying out our 
purpose. This is why so many of us feel so strongly that we 
have got to find a way to make it work financially as well as 
horticulturally. 

Another of the Society's publications is the Gardener's 
Almanac. First issued in 1939, the 13th edition was brought 
out in 1968 and during 1969 we sold 1,1 18 copies at a net 



income of $3,253.38. The Almanac provides basic informa- 
tion for the new gardener and, again, advances horticulture. 

Our book sales service put 2,621 books, leaflets and pam- 
phlets on various phases of horticulture into the hands of 
garden enthusiasts during 1969. 

We also carry forward our purpose through courses and 
workshops which give our members the opportunity to im- 
prove horticultural techniques and develop new ones. During 
1969 we conducted 9 courses and 7 workshops totaling 102 
hours of classroom activity in which 316 members participated. 
After direct expenses were applied a net income of $979.98 
was realized. 

Less successful in terms of audience were the Members' 
Days, at which we presented outstanding speakers: eleven 
lecture programs attracted only about 357 members. Re- 
sponse to these programs varies greatly with subject matter 
and publicity. 

Exhibitions are yet another way in which the object of the 
Society is carried forward. During 1969 six shows and exhibi- 
tions were open to the public for a total of 23 days and were 
attended by approximately 102,000. The Spring Show is the 
big one, of course, but the other shows and exhibitions have 
their audiences too. 

Special programs during 1969 included City Garden Day, 
in May, in cooperation with the Fenway Garden Society and 
the Boston Park Department, two Open Garden Days on 
which members toured award-winning gardens, and the first 
Conference of Horticultural and Botanical Libraries. 

Much of the work of the Society is in the realm of com- 
munity service. That community is defined in two ways: the 
physical community which is essentially Boston, and the hor- 
ticultural community which is bound by subject but not by 
geography. Staff members provide professional guidance, ad- 
vice and assistance to many projects and programs. Appoint- 
ment books reveal that staff members met with over 100 
organizations or committees in the course of the year — how 
many unscheduled meetings were held is beyond reach. Every 
one of these meetings advanced the object of the Society. 

The flow of horticultural questions is unceasing. More 
than 1,200 letters and 2,600 telephone inquiries were answer- 
ed in 1969; about half of these were from members. 

The library, of course, is a part of the foundation of all 
American horticulture. It is an important and useful tool 
which is world-recognized, is valued by the horticultural com- 
munity at large, and carries out the object of the Society in a 
very basic manner. 

Two new projects were launched in 1969. Both are 
operated outside of the budget; both are dependent upon 
funds generated specifically for them by loyal and enthusiastic 
members. 

The first is the Taylor Greenhouse at the Vale, the site of 
one of America's important early gardens. Through coopera- 
tion between our Society's Vale Greenhouse Fund Committee, 
spearheaded by Mrs. Ara Derderian, and the Society for the 
Preservation of New England Antiquities, an historic green- 
house which was built in 1800 has been restored for use by 
our Society's classes and workshops. Mrs. Derderian's com- 
mittee has raised and expended about $2,000 for our share of 
the interior restoration costs, and another $1,500 to $2,000 
will be needed before the work is completed. However, the 
greenhouse is now in working order and classes are being held 
there. 

The second project launched last year is "Hub Box". It 
grew out of a desire on our part to carry the message of grow- 
ing plants into urban neighborhoods. I asked several con- 
cerned individuals to meet with me here in Horticultural Hall 
and, after several meetings, we decided that the most efficient 
way to achieve this goal was through the elementary school- 
room. Working from a need to a program requires imagination, 
dedication and perseverence, and I would like to recognize 



those who helped to develop this extremely well thought out 
and effective program. They are: Mrs. Jonathan Newell and 
Mr. Charles E. Roth of the Massachusetts Audubon Society; 
Miss Miriam E. Dickey of the Rocky Knoll Urban Conservation 
Center; Mrs. Harold R. Somerset of the Needham Science 
Center; Mrs. Emit Beck and Mrs. Morris Katzman of the School 
Volunteers for Boston; and Mrs. Raymond C. Cronin, Director, 
Metropolitan District, Garden Club Federation of Massachusetts. 

"Hub Box" was launched as a test program under the very 
able direction of Mrs. Cronin. Twenty-eight garden club 
members attended four training sessions in February. At the 
last session each volunteer received a "growing things" kit and, 
through the School Volunteers for Boston, was assigned to a 
third or fourth grade in a Boston school. Fifty-six classes were 
visited; with each class averaging 30 pupils per class, 1,680 
youngsters were reached. A solid basis for expansion of the pro- 
gram has been built and we hope to have more volunteers and 
funds to enlarge the program next year. 

One of the very significant points about "Hub Box" is 
that a kit for a whole classroom can be put together for $25. 
Therefore it is possible to operate on even a very small budget 
Through contributions of materials and money gifts we have 
progressed thus far with expenditures of only about $507, 
and have a balance of $560 on hand for more boxes. I want 
to emphasize that the program is still in the experimental 
stage, and that our first goal is to establish a sound and tested 
pattern. We will then need funds to publish a complete manual 
so that "Hub Box" can be established in any community in 
the United States. You are all aware, I am sure, that the 
Massachusetts Horticultural Society has a history of adding 
new dimensions to the field of horticulture; I feel strongly that 
"Hub Box" will turn out to be one of our most important con- 
tributions. It is very much in tune with the needs of today. 

Major staff changes in 1969 included the retirement of 
Mrs. Laura Hatton, Assistant Editor of HORTICULTURE, 
after 13 years of devoted service, and the appointment in June 
of Allan W. McLeod, Jr., as Comptroller. Although it was not 
in 1969, I think it appropriate to mention the resignation of 
Jay Stinson as Assistant Director, and to acknowledge how 
very much he added to the Society during his almost five 
years as a member of the staff and in particular his efficiency 
and devotion in handling the situation during my convalescence. 
On March 1, just as Spring Show construction got under way, 
William J. Thompson joined our staff. It was a difficult 
moment to take on new responsibilities, but his enthusiasm, 
willingness and assistance were invaluable. He is a horticul- 
turist, a graduate of the University of Missouri, and I am sure 
that those of you who do not already know him will come to 
recognize him as a valuable addition. 

From a personal point of view I cannot say that 1969 was 
the best year of my life. My accident was a physical burden 
not only for me but for those around me, including many staff 
members who worked very hard to keep communication flow- 
ing between Horticultural Hall and Beverly Hospital, and 
later my home. On top of this, the discovery of HORTI- 
CULTURE'S actual financial position was a shock and a bitter 
disappointment. The Society has many serious problems 
which require much attention and hard work. I know that 
there are many enthusiastic and imaginative members who feel 
deeply about the Massachusetts Horticultural Society. I am 
sure they can contribute a great deal in a great many ways; 
that they will do so is our hope for the future. 

Carlton B. Lees, Executive Director 



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OFFICERS 

Oliver F. Ames, President 

John 0. Stubbs, Vice-President 

Joseph W. Lund, Vice-President 

John W. Ewell, Treasurer 

E. Miles Herter, Assistant-Treasurer 

Carlton B. Lees, Secretary 

TRUSTEES 

Mrs. John M. Hall, 1971 
Milford R. Lawrence, 1971 
Vincent N. Merrill, 1971 
Miss Helen C. Moseley, 1971 
Dr. John A. Naegele, 1971 
Raymond DeVincent, 1972 
Dr. Robert L. Goodale, 1972 
Willard P. Hunnewell, 1972 
Edmund V. Mezitt, 1972 
Mrs. G. Kennard Wakefield, 1972 
Nathan Chandler, 1973 
Roger G.Coggeshall, 1973 
E. Miles Herter, 1973 
Mrs. Charles F. Hovey, 1973 
Roberts. Pirie, 1973 
Mrs. Charles G. Rice, 1973 

HONORARY TRUSTEES 

Albert C. Burrage 
Seth L. Kelsey 
Harold D. Stevenson 
Mrs. RogerS. Warner 
Dr. Donald Wyman 

EXECUTIVE COMMITTEE 

Oliver F. Ames, Chairman 
John W. Ewell 
Mrs. John M. Hall 
Joseph W. Lund 
JohnO. Stubbs 

BUDGET COMMITTEE 

Members of Executive 
& Finance Committees 



FINANCE COMMITTEE 

Oliver F. Ames, Chairman 
John W. Ewell 
E. Miles Herter 

EXHIBITIONS COMMITTEE 

Joseph W. Lund, Chairman 
Mrs. Horace G. Crockett, Jr. 
Raymond DeVincent 
John W. Ewell 
John L. Wacker 

MEMBERSHIP COMMITTEE 

Mrs. Charles G. Rice, Chairman 
Willard P. Hunnewell 
Roberts. Pirie 

LIBRARY COMMITTEE 

Mrs. G. Kennard Wakefield, Chairman 
Gordon P. DeWolf, Jr. 
Gordon W. Dillon 
Dr. Robert L. Goodale 
Miss Helen C. Moseley 

COMMITTEE ON GARDENS 

Mrs. G. Kennard Wakefield, Chairman 
Willard P. Hunnewell 
Vincent N. Merrill 
Mrs. Robert C. Milton 
Dr. Donald Wyman 

COMMITTEE ON MEDALS 

Milford R. Lawrence, Chairman 
Nathan Chandler 
Roger G. Coggeshall 
Joseph W. Lund 
Dr. John A. Naegele 

LECTURES & PUBLICATIONS 
COMMITTEE 

John 0. Stubbs, Chairman 

E. Miles Herter 

Mrs. Charles F. Hovey 



COMMITTEE ON PRIZES 

Roger G. Coggeshall, Chairman 
Mrs. Charles F. Batchelder 
Herbert C. Fordham 
Vincent N. Merrill 
James Sutherland 

ALBERT C. BURRAGE GOLD 
VASE & JOHN S. AMES TROPHY 
COMMITTEE 

Roger G. Coggeshall, Chairman 
Russell B. Clark 
Joseph W. Lund 
Vincent N. Merrill 
James Sutherland 

COMMITTEE ON CHILDREN'S 
GARDEN EXHIBITIONS 

Mrs. Charles F. Hovey, Chairman 
Mrs. Raymond C. Cronin 
Mrs. Henry Stone 

NOMINATING COMMITTEE 

Mrs. John M. Hall, Chairman 1971 

Dr. John A. Naegele 1971 

Joseph W.Lund 1972 

Edmund V. Mezitt 1972 

Nathan Chandler 1973 

Mrs. Charles G. Rice 1973 

BUILDING COMMITTEE 

Oliver F. Ames, Chairman 
Mrs. Charles F. Hovey 
Joseph W. Lund 

PROGRAM PLANNING 
COMMITTEE 

Oliver F. Ames, Chairman 
Roger G. Coggeshall 
Mrs. Charles F. Hovey 
Joseph W. Lund 
Dr. John A. Naegele 
Mrs. Charles G. Rice 
John O. Stubbs 
Mrs. G. Kennard Wakefield